Analyzing Behavioral Intention on Sharing Economy Platforms as an Alternative to Fast Fashion

Abstract

This study analyzes people's attitude and behavior toward the sharing economy (SE), with special attention to virtual clothing exchange platforms (VCEPs) as an alternative proposal to fast fashion. The objective is to understand the factors and variables that influence the adoption of these SE practices and develop a model that explains this process, applying the Decomposed Theory of Planned Behavior (DTPB). For this purpose, the Structural Equation Model (SEM) methodology has been used as part of the empirical analysis of the variables. Based on the areas of consumer behavior and technological innovations, the research delves into the background of consumer attitudes and intentions within these platforms and strives to discern whether usage motivations stem from economic, environmental, or social considerations. The proposed model has also considered the influence that COVID-19 may have on behavioral intention. Likewise, the research contributes to knowledge in the field of human behavior and offers a new perspective on the consumer in the SE. This research addresses an underexplored area and is important for understanding and promoting the adoption of the SE in the fashion context.